Oral Care Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The global oral care market is projected to grow at a CAGR of 6.32% during the forecast period.

Among all personal care products, hand wash and oral care products are the segments that witnessed major sales growth during the COVID-19 pandemic, whereas other skincare and beauty products continued to suffer. Innovation in the sector further contributed to sales growth during the year 2020. For instance, Colgate-Palmolive reported strong growth across oral care for Q3 2020, owing to premium oral care innovations like Hum by Colgate, Colgate Optic White Renewal, and its Colgate Optic White overnight teeth whitening pen.

The global oral care market is highly impacted by product innovations carried out by the key players, along with huge investment in marketing and promotional activities, to reach higher customer bases. However, lower consumer awareness about technological innovations in the oral care market is hindering the growth rate.

The market is dominated by the Asia-Pacific region, due to the high population in the area, followed by the European region and the North American region, due to increased preference for premium oral care products. Consumer preference for electronic toothbrush, mouth wash, and dental floss in the western countries, like the United States, Germany, and the United Kingdom, is expected to drive the market.

Key Market Trends

Deterring Oral Health among Global Population Popularising the Oral Care Products

The rapidly changing lifestyles and improper diets, including sugar-rich diets and the increased consumption of alcohol and tobacco, have made oral health one of the major public health problems in almost every part of the world. For instance, according to the World Health Organization, oral diseases pose a major issue for many countries and affect people throughout their lifetime, causing pain, discomfort, disfigurement, and even death. The Global Burden of Disease Study 2017, estimated that oral diseases affect close to 3.5 billion people, worldwide, with caries of permanent teeth being the most common condition. Moreover, with the increased expenditure on oral healthcare, consumers across the world have started taking preventive measures, which, in turn, have increased the demand for effective oral care products. Owing to the above-mentioned factors, consumers across the world have started to pay immense attention to maintaining their oral health, which led to an increase in the demand for high-quality oral care product, worldwide.

Asia-Pacific Emerges as the Largest Oral Care Market

Consumers of Asian countries such as China and Japan are well aware of oral health practices, and thus, the demand for oral care products is high in the countries. As per GlaxoSmithKline, there is an increasing awareness about oral health among the Japanese population. Japanese ageing population and youth are highly concerned about their oral care, thus driving the demand for oral care products in Japan.

Whereas, oral health care products in India are mainly driven by ayurvedic or natural ingredient products. All the major companies in India are selling ayurvedic revolution products. Also, consumers in Singapore are brand conscious, and would rather spend more to ensure the safety and efficacy of a product, rather than looking for economical options to maintain their oral care. In Australia, e-toothbrushes are well perceived as an efficient oral care product, for all age groups and holds a significant country share in the regional market. Owing to these factors, the Asia-Pacific market for care products is one of the largest around global

Competitive Landscape

The oral care market is a concentrated market, as majority of the share is being taken by the key players such as Colgate-Palmolive, Procter & Gamble, Unilever PLC, and GlaxoSmithKline PLC. However, the market also includes many regional players. The leading players in the market studied enjoy a dominant presence worldwide. These players focus on leveraging opportunities posed by emerging markets to expand their product portfolio, in order to cater to the requirements for various applications, especially gum and plague issues and sensitivity or pain relief.

Additionally, partnerships with regional dental clinics and dental health associations proved beneficial for the players. For instance, Philips launched the BrushSmart Program, in collaboration with the Delta Dental of California and its affiliates. The BrushSmart program is designed to enhance oral care by sharing the brushing behaviours of individuals with dental care professionals.

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